User Growth System Description chart

Absrtact: The user growth system belongs to the merchant's one kind of operation means, the earliest kind of acquaintance discounts belongs to the user growth system embryonic form. Traditional businesses encourage user loyalty and continued consumption by distinguishing between ordinary users and members. In the Internet industry, almost all

The user growth system belongs to the merchant's one kind of operation means, the earliest kind of "acquaintance discounts" belongs to the embryonic form of the user growth system. Traditional businesses encourage user loyalty and continued consumption by distinguishing between ordinary users and members. In the Internet industry, almost all enterprises have their own set of user growth system. "Some things on the Internet" recommend this article. The figure below is a description of the user growth system:

The concept of user growth system

Based on a user's attribute, in order to achieve a certain goal of a means of operation, different corporate titles are also different, such as QQ User level (QQ members belong to the breakdown of QQ users), the users download the Thunderbolt, Taobao members, Beijing-East members.

Second, the significance of user growth system

There are two main functions:

1, as an incentive to enhance the user's active active.

For example, QQ level can promote the two hours a day, the Thunder level can stimulate the continuous download behavior, Taobao membership can be a consumer behavior incentives. In essence, the online behavior of QQ, the download behavior of the Thunderbolt, Taobao consumption behavior belong to different products active behavior.

2, enhance the user's stickiness, the formation of competition barriers.

Users in the site level of promotion, the actual user is the emotional accumulation. When similar competitors appear, emotional input will also become a factor to retain users.

Iii. elements of User growth system

The user growth system consists of three elements: dimension selection, growth quantification model and reward mechanism. Take QQ grade as an example:

1. Dimension

From the development process of QQ, at different times the selection of the incentive point is not the same: Early hope that users log on (online), so users online two hours a day to calculate a day; With the clear profit model, I hope users open membership, so joined the base based on QQ members to accelerate; , so add the "non-stealth online" statistics; In order to promote the Brother software, joined the "Tencent Butler Login full 30 minutes" of the calculation; in mobile internet today, Mobile QQ is also included in the consideration of the system ...

Visible, the growth system to consider the user dimension is not immutable, with the different stages of enterprise development, will continue to optimize the user's assessment dimension.

2. Quantitative model

With the consideration of the dimension, we need a corresponding calculation model, the model can not be too complex, it is best to allow users to glance, have their own expectations. QQ level calculation methods are as follows (from the QQ official website):

Assuming that a user is online with a cumulative active day of D (online), through the accumulation of active QQ activity days for D (active), through the opening of the pay business (QQ member or Super QQ) the level of the accelerated multiple of the L, through the use of other Tencent business to obtain the level of accelerated value of a, The total number of active QQ days:

D (total cumulative) = (d (online) + D (active)) * L + A

For example: User A QQ mobile phone version of the day continuously online 6.5 hours, Cumulative D 1.0 active days, QQ computer version online 3 hours, cumulative D 0.5 active days, opened the QQ member (VIP3) acceleration multiples of 1.5 times times, the use of Tencent business to accelerate 0.2 active points, the total cumulative active days are:

D (total cumulative) = (1.0+ 0.5) *1.5+0.2 = 2.45 days

Explanation: If the QQ member and Super QQ are opened at the same time, the level acceleration multiples of both will not take effect at the same time (L take the maximum value of the acceleration multiplier).

3. Reward mechanism

With a quantitative model, for users in different levels, it is necessary to give the corresponding reward. This is also the most difficult part of the user growth model, rewards too little to play a role, reward too many enterprises difficult to bear. QQ has a system of reward mechanism, but the perception of the strength in the apparent decline. From the personal years of use of the process, the QQ level most attracted me is the chart level (four stars a moon, four months light a sun) and build group privileges (functional).

Iv. Summary of the growth system

From the above analysis, I think that building a user growth system needs to consider several features:

1. Reasonable user (behavior) dimension

Although QQ wants everyone to be active, he does not choose "the amount of information that users send every day" as a motivating factor. There are several reasons for this:

(1) Easy for users to produce reverse psychology

Why force me to send two messages every day to upgrade, really sick!! (especially before there is a potential awareness of the upgrade of the hanging machine). If users are busy, they will even simply cancel the hanging machine (anyway, the hook can not upgrade), thereby reducing the number of online users.

(2) The behavior is difficult to define

Is the message sent as a sentence or a punctuation mark, if I send a punctuation mark every time, 100 times is feasible? This difficult definition can create confusion or "swipe" behavior.

(3) The threshold value is difficult to grasp

Individual active users, send hundreds of messages a day, one months after the direct rise to the peak of the growth system? Such a growth system does not have much meaning.

2. Clear incentive target

Chat software pursuit of active, download software to pursue the number of downloads, electric business software to pursue consumption frequency, the forum to pursue the number of posts ... different types of app to their own characteristics, to identify their own incentive objectives, so as to select a reasonable user dimension.

3. Simple calculation model

The advantages of a simple model are that the user quickly realizes the "reward mechanism" and is expected to be the target of growth.

4. Rewards can be perceived and differentiated

Through the level of promotion, users need to feel the privilege of reward. At the same time, different levels of users enjoy the privileges are different, the higher the level of privilege.